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Marketing: CRE Marketing in the Time of the Pandemic

Marketers have had to toss their old playbooks in the era of Covid-19. In many cases this has been a good thing.

Last summer, the Hines team received word that an unidentified customer was undertaking a multi-city search to find at least 200,000 square feet of office space. One of the places that attracted the prospective tenant was the West Midtown submarket in Atlanta, where the Hines Atlantic Yards project sits.

That customer turned out to be Microsoft. Hines and its partner Invesco Real Estate scrambled to woo the technology giant and ultimately secured the prize: Microsoft will occupy 523,000 square feet, the entirety of the two-building Atlantic Yards office development, in the summer of 2021.

That two-year process was an arduous journey, made far more complicated when the pandemic suddenly struck in February. Among many other tasks, the marketing process had to be rejiggered to accommodate health and safety needs.

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Natalie Dolce

Natalie Dolce

Natalie Dolce, editor-in-chief of GlobeSt.com and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.

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